We caught up with Exmox's Head of Partnerships, Yoni Nijboer, who shares her journey from programmatic advertising to the dynamic world of mobile gaming. We delve into the strategies for building and maintaining successful partnerships in this competitive industry, exploring the latest trends in rewarded formats, M&A, and international expansion. Yoni also discusses the challenges and opportunities of balancing the needs of game developers and advertisers in an ever-evolving landscape. 

Could you share your journey into the mobile gaming industry and what drew you to this field?

I started out in programmatic advertising, working with all kinds of apps, not just games. But once I switched to the rewarded side, I realized how exciting the mobile gaming industry is. The people are driven, collaborative, and passionate about growth and development. After my first experience in gaming, I knew it was where I wanted to stay—it’s a field where you keep learning through experience.

How do you approach building and maintaining partnerships in a highly competitive market like mobile gaming?

I really think the success of partnerships comes down to the quality of service you offer and the results you deliver. Building a long-term partnership doesn’t happen overnight; it’s a process that unfolds over time and goes through a few different stages.

In the beginning, it’s super important to really listen to and understand what new partners need. This means consulting with them about your product and helping them spot growth opportunities. Being proactive and thinking outside the box is key during this stage.

Also, transparency is huge. Being open with your partners—sharing how things work, being realistic about what you can achieve together and the steps you are taking to reach the desired results. Last but not least, having a solid game plan for testing and optimization is essential. It’s not just about chasing quick wins; it’s about delivering results consistently over time so partners know they can rely on you.

Generally speaking, building a strong, long-term partnership takes time. In today’s competitive mobile gaming world, there are tons of rewarded players out there. That is why it is so important to focus on what you do best. Create an awesome product for your users and offer great service to your partners. When they know they can rely on you, that’s when the best partnerships develop.

What major trends in mobile gaming and performance marketing do you find most exciting or challenging right now?

I obviously find the shift to rewarded formats that has been going on lately really exciting. When I first got into this space, there was not a very strong demand for the format, but it’s amazing to see how much that has improved over the years due to the great results it has been delivering. I truly believe the rewarded space has a bright future ahead—though I might be a bit biased!

Given your involvement in partnerships at Exmox, what current trends in M&A and private equity investment are you seeing in the mobile gaming industry?, and how do these impact your partnership strategies?

I think that the recent acquisition of SuperPlay by Playtika really highlights the strong momentum in the mobile gaming industry. It shows that big players are keen on consolidating, driven by a demand for high-quality games and talented teams. Playtika’s move isn’t just about adding new titles; it’s also about bringing in creative minds to help fuel innovation and supporting them in remaining market leaders.

This trend of mergers and acquisitions shows a broader focus on sustainable growth, especially with financial structures like performance-based earnouts becoming more common. Investors are looking for solid returns, which means they want to ensure that the companies they acquire can keep delivering great results.

With Exmox aiming for international expansion, what markets are you most excited about, and why do you see them as key areas of growth?

We’re really excited about our international expansion, especially into other Tier 1 markets. We’ve built a strong presence in the DACH region, the US, Canada, and the UK, where users really love our apps. Moving into these new markets allows us to connect with a wider audience and leverage their growing mobile usage. I’m really looking forward to introducing our products to users in these countries and expanding our global presence.

With your extensive experience in mobile gaming, how do you approach balancing the needs of game developers and advertisers, especially when consumer behaviors and ad tech rapidly evolve?

Balancing the needs of game developers in mobile gaming is all about communication and staying adaptable. I focus on understanding their goals and keeping their main interests in mind. The industry changes so quickly, so it’s crucial to stay on top of the latest news and updates about consumer behaviors and ad tech.
Thankfully we’re all in this together so it is great to have a mutual goal and desire to tackle any industry developments.

Looking ahead, what are your goals for Exmox in terms of partnerships and overall market position? What excites you most about the future of the company?

I believe it’s an incredibly exciting time for Exmox right now. We’re experiencing growth across all areas, and I’m eager to see what the next few years have in store for us! Our focus is on global expansion, enhancing our market presence, and continuously improving our products for our users.

On the partnership side, we want to continue focusing on growing and maintaining strong partnerships. It’s all about connecting with our partners personally, not just on a business level. We believe that these genuine connections lead to better collaboration and creativity. I’m super excited about what’s ahead and can’t wait to see how we can all grow together!